Compared to most food and beverage sectors, the sports nutrition category is not nearly as beholden to flavors as a primary target – often, it is secondary to efficacy. However, according to consumer research company Innova Market Insights, flavors will become a more dominant factor in brands’ ability to get a competitive edge as sports nutrition products diversify beyond basic protein powders and push further into the mainstream.
 
41% of sports nutrition shoppers still consider flavor to be an important factor when choosing food and drink, although it falls into third place, behind health aspects and cost, Innova said. Millennials are not only the most adventurous group when it comes to flavor, but also the most likely demographic to purchase sports nutrition products. It is driving the move to newer, more modern flavors, rather than more traditional tastes, the company said.
 
Greater attention is being given to more complex and complementary tastes – certain flavors, such as coffee, can enhance energizing profiles. Citrus and tropical fruit also have positive energy connotations, while in broader terms, spiciness and sharpness are seen as particularly energizing, ahead of sweet flavors, according to a recent Innova survey.
 
Traditional brown and vanilla flavors are facing rising competition from fruit, nut, and novelty tastes. Fruits and nuts offer a healthy image, but can also be indulgent, at the same time fulfilling the rising demand for more natural, vegan, and plant-based products. New product development is also taking further inspiration from other food and beverage markets.
 
Crossovers
 
Hybridization is a top influence on flavor use in sports nutrition as the category moves further into the mainstream, and brand crossovers become more common. Consumers trust and are familiar with certain brand-affiliated flavors, which will likely lead to further brand extension and co-branding. Signs that this is already being explored are there, Innova said, as certain brands are already opting for licensing deals for the use of their flavors and brands by existing sports nutrition specialists.
 
COVID-19 Impact
 
The COVID-19 pandemic is also impacting the direction of flavor choices in sports nutrition, with major trends toward immune support. In 2020, immune health claims in sports nutrition product launches increased from 7% to almost 12%, with flavors such as citrus leading the charge due to familiarity with vitamin content and immune benefits of citrus fruits. Antioxidant-rich berries and green tea, as well as honey and ginger, are also likely to perform well.
 
Higher levels of comfort eating will also drive certain flavors associated with nostalgia and indulgence. Innova Markets pointed specifically to candy, cake, and dessert variants, as well as chocolate, hazelnut, and some combinations of the former two inspired by spreads and confectionary.